Pengaruh Brand Experience, Brand Satisfaction, Brand Love, Brand Equity terhadap Brand Loyalty
DOI:
https://doi.org/10.30640/jmcbus.v4i4.7557Keywords:
Consumer Experience, Consumer Loyalty, Customer Satisfaction, Emotional Attachment, Skincare IndustryAbstract
The purchase and use of beauty products are not merely functional they also evoke sensations and emotions that align with the product’s attributes and benefits, thereby creating a meaningful experience and fostering loyalty. This study aims to analyze the role of brand experiencein shaping brand loyalty through brand satisfaction, brand love, and brand equity in the skincare industry. The study employs a deductive quantitative approach with a causal associative design to explain the cause and effect relationships among variables. The sample consisted of 174 respondents selected using purposive sampling. The results indicate that all relationships among the variables have a positive and significant influence on brand loyalty. Brand experiencehas been proven to be a key factor capable of simultaneously enhancing brand satisfaction, brand love, and brand equity. These findings underscore the importance of brand experiencein building long-term relationships with consumers. Therefore, companies need to create positive and consistent experiences at every touchpoint to sustainably strengthen satisfaction, emotional attachment, and brand value.
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